Measuring the effectiveness of meetings and events
Big data and tight budgets are the new normal for event planners and event marketers. After a successful conference, your client wants to know how many new leads were added to the sales pipeline during the event to justify the cost. Is that what you should measure? Maybe the goal of your event was to increase awareness, so the Return on Investment (ROI) can be adjusted to estimate the net value of your efforts. With some strategic planning, a shift in mindset, and creative collaboration, measuring event ROI will be more natural and be one of the most exciting aspects of experiential marketing.